Consumer branded #hashtag engagement : can creativity in TV advertising influence hashtag engagement?
Year of publication: |
April 2017
|
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Authors: | Stathopoulou, Anastasia ; Borel, Laurence ; Christodoulides, George ; West, Douglas C. |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 34.2017, 4, p. 448-462
|
Subject: | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Kreativität | Creativity | Werbung | Advertising | Markenführung | Brand management |
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